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Developing marketing strategies for transnational service operations

Article Abstract:

Transnational marketing strategy in service businesses involves assessment of the potential success of international operations as a whole, and not selection of individual nations or markets for their potential profitability. The author explores issues including the differences between different types of services and he discusses three strategy-related perspectives.

Author: Lovelock, Christopher H.
Publisher: Emerald Group Publishing, Ltd.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1999

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Wiring and growing the technology of international services marketing

Article Abstract:

The use and potential of technology in international services marketing is explored. The author offers the metaphors of "wiring" and "growing" to complement his analysis.

Author: Fisk, Raymond P.
Publisher: Emerald Group Publishing, Ltd.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1999
Usage, International business enterprises, Multinational corporations, Technology application, Technology

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Competitive advantage in international services marketing

Article Abstract:

The author discusses challenges relating to international services marketing with a focus on developing appropriate and relevant firm culture.

Author: Hult, G. Tomas M.
Publisher: Emerald Group Publishing, Ltd.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1999
Editorial

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Subjects list: Marketing, International aspects, Marketing management, Services industry, Service industries
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